SECTION WHY

The key question that the jury will be asking is a reason WHY does this work exist?

In today's world where we are facing thousands of different messages, having access to so many products and services, we as a consumers ask ourselves why one would choose one product or service over others. The most important question is Why. Is there a unique reason for product or service invention or introduction, a really brilliant insight, relevant meaning or purpose, the most important driver which helped creative teams to think of a brilliant piece of communication?

The jury will observe the communication as a whole from that perspective so even beautifully crafted communication but without a brilliant answer to Why, won't count in this category.

The section questions the end goal of any intervention in the communication landscape by dividing them in the groups Integrated, Activation, Brand Building, Functional Efficiency, Content, Engagement, Genius Loci / Local spirit and Social Good.

GROUP R: INTEGRATED

INTEGRATED communication campaign stretches across several media, at least three (3) communication and distribution channels, with the channels being offline or online, mass or direct. Group R is intended for the registration of the most complex and comprehensive communication campaigns with the broadest range of means and venues of reaching the audience. This group does not have individual categories.

DETAILED TECHNICAL SPECIFICATIONS FOR GROUP R: INTEGRATED
TECHNICAL SPECIFICATIONS

GROUP S: ACTIVATION

ACTIVATION group includes campaigns with two or more communication channels or media, which can be both offline or online. This group is intended for campaigns, which directly address and/or activate the audience (consumers or other businesses). The group does not have individual categories.

DETAILED TECHNICAL SPECIFICATIONS FOR GROUP S: ACTIVATION
TECHNICAL SPECIFICATIONS

GROUP T: BRAND BUILDING

BRAND BUILDING group is intended for best practices in managing referential and influential brands – from brands introduction and continuous building to its repositioning. The category Brand Vitality is intended to brands communicating over a certain period (more than 2 years), able to document its consistency.

CATEGORIES:

  1. Brand Introduction (creation of new brand or corporate identity)
  2. Brand Repositioning (rebrand/refresh of an existing brand)
  3. Brand Vitality (consistent communication longer than 2 years)
DETAILED TECHNICAL SPECIFICATIONS FOR GROUP T: BRAND BUILDING
TECHNICAL SPECIFICATIONS

GROUP U: FUNCTIONAL EFFICIENCY

FUNCTIONAL EFFICIENCY group is searching for most relevant ideas that connect business strategy with creative strategy and content, ideas that empower business, brand and consumer simultaneously. The group does not have individual categories.

DETAILED TECHNICAL SPECIFICATIONS FOR GROUP U: FUNCTIONAL EFFICIENCY
TECHNICAL SPECIFICATIONS

GROUP V: CONTENT

CONTENT group includes campaigns or communication impulses that integrate naturally into existing original content for the purpose of promoting products, services or brands. Impact on the audience is built by creating content that is primarily entertaining, informative or educational, not strictly appearing as advertising or promotion. You may choose between the following categories:

CATEGORIES:

  1. Films & TV shows (shows, movies, movies incl. internet releases, series, documentaries ..,)
  2. Online & Mobile (websites, apps, social media, user-generated content platforms)
  3. Live experience (installations, events, music, sport events)
  4. Native advertising, Brand integration, Sponsorships & Co-promotions
  5. Games (PC, console, online games, mobile apps / incl. competitions, sweepstakes, online challenges, quizzes...)
  6. Influencers (content created with or by influencers for the primary purpose of increasing a brand’s reach / profile with community / specific business goals and/or help to establish trust with target audience)
DETAILED TECHNICAL SPECIFICATIONS FOR GROUP V: CONTENT
TECHNICAL SPECIFICATIONS

GROUP X: ENGAGEMENT

ENGAGEMENT group includes different ways of reaching target audiences and creative implantation of ideas through use of media and data, direct solutions, public and community relations. You may choose between the following categories:

CATEGORIES:

  1. Direct (includes targeted and response-driven communication; engaging specific target audience groups and develop costumer relationships, inspiring actions)
  2. Creative use of Data (includes creative use of data, real-time data and social media data to enhance consumer interest, personalized experience and engagement, data-driven strategic planning and targeting and data visualization)
  3. Public & Community Relations (includes communication solutions in effective and creative ways using PR tools: internal communication (business to employee communication), corporate PR, marketing, PR, sponsorship, change & crisis communication, public & community engagement & participation (including government and political and other communities PR communication) and unconventional communication (buzz, guerrilla…))
  4. Creative use of Media (includes innovative media strategy and best use of the medium or media platform (social media, crowd-funding, blogs, boards, photo & video sharing))
DETAILED TECHNICAL SPECIFICATIONS FOR GROUP X: ENGAGEMENT
TECHNICAL SPECIFICATIONS

GROUP Y: GENIUS LOCI / LOCAL SPIRIT

In the LOCAL SPIRIT group, entries will be judged on a basis of understanding the distinctive local spirit as of the home country and showcasing (highlighting) it in the creative strategy and execution. The group does not have individual categories.

DETAILED TECHNICAL SPECIFICATIONS FOR GROUP Y: GENIUS LOCI / LOCAL SPIRIT
TECHNICAL SPECIFICATIONS

GROUP Z: SOCIAL GOOD

The SOCIAL GOOD group comprises of individual executions (such as film, radio, press, OOH, digital, mobile, direct) as well as events, social activations and integrated campaigns that deal with social, mental and environmental awareness, traffic safety, diversity and equality, anti-addictions, sustainable development, humanitarian, charity and other public and non-profit or profit communication. The entries will be judged on a basis of social relevance of their message and its creative brilliance. You may choose between the following categories:

CATEGORIES:

  1. Non-profit social good (charity and non-profit cause marketing that promote general awareness and encourage critical thinking and community engagement)
  2. Profit social good (corporate social communications and responsibility campaigns)
DETAILED TECHNICAL SPECIFICATIONS FOR GROUP Z: SOCIAL GOOD
TECHNICAL SPECIFICATIONS